Language and visual communication : how multimodality works in intercultural marketing communication

This chapter examines how multimodality works language and visual cues together to achieve effective intercultural marketing communication. Language symbols are used as a primary means of communication in TV and radio. Commercial advertisers never forget to use visual communication to persuade consumers. Customers usually use the combined resources such as language (e.g., spoken and written) and visual cues (e.g., colours and signs) to interpret meanings. Qualitative approach is used in this project. Data including written texts and visual images are collected from many sources and critically analyzed with reference to relevant theories. It is concluded that both language communication and visual communication play their role in advertising and their combined communication power is greater. The research outcomes will help business operators and managers understand how culturally appropriate language and visual communication can promote the advertised services and sell their products, thus achieving business success and customer satisfaction.